Managing a brand is all about listening to what people are saying and adapting to your core customer. I have worked with brands who have more than 3 million online mentions each year, and have helped them utilize that information in a helpful/useful way.
One listening tool I have used is Radian6. Radian6 is great because you have a bevy of tools at your disposal to target exactly what you want to hear and see who your biggest brand influencers are. With that information I am able to determine if customers are happy or unhappy with the current product/service, what they’d like to see change, and what are the most popular product/services that brand has to offer that they can showcase or advertise more.